Home / Knowledge / News / Apparel/Garments / Interactive brand engagement via SMS/URL placement on t-shirts
Interactive brand engagement via SMS/URL placement on t-shirts
16
Dec '09
The shirt on your back has long been used as an advertising billboard, but Chicago-based Apparel Media Group is now turning it into an engagement marketing platform that creates an emotional bond with consumers by combining demographic targeting, group sponsorships and SMS/URL interactivity. The company matches brands with groups such as college organizations, youth sports leagues and young mothers looking for sponsors to cut the costs of custom apparel. The brand receives premium real estate on the shirt to publicize its service or product, and the buyer, grateful for the price break, becomes a brand ambassador.

Brands can also include an SMS code or unique URL inviting consumers to send text messages to receive special offers or visit a campaign website, enabling t-shirts to serve as interactive mobile marketing vehicles with potential viral reach. A proprietary analytics program tracks campaign success on an individual basis as well as by geography and campaign-wide, including estimated campaign impression rates, cost per thousand impressions, and impact on the brand's website traffic.

Benefits of AMG's Interactive Apparel Advertising program include:

• Brand visibility with t-shirt wearers as roving brand advocates.
• Interactive brand engagement via SMS/URL placement on t-shirts.
• Goodwill/emotional connection created by subsidizing custom apparel costs.
• Targeting to relevant demographics through AMG's patent-pending matching program.
• ROI measurement with proprietary linked feedback tracking system.

"Custom t-shirts are inherently interactive because consumers are wearing the brand. We're using t-shirts not only as a canvas for brand messaging but as a platform for driving meaningful brand relationships - both by instilling a sense of loyalty to a brand or product and by adding interactive technology to deepen the connection," said co-CEO Amish Tolia, who founded the company with fellow Indiana University graduate Jared Golden and IU Kelley School of Business professor Gerry Hays. "It's a fresh approach to reaching a consumer audience that increasingly tends to ignore direct brand appeals like online banner ads."

Launching with College Market:

Initially, AMG is offering test programs to brands interested in tapping into the college market, leveraging the established campus relationships of AMG member company Campus Threadz that was founded by Tolia and Golden four years ago. Brands can place messaging on custom garments purchased by campus organizations in return for contributions from their advertising budget that lower the group's price per unit.

Through Campus Threadz, AMG currently can help brands reach more than 750,000 consumers aged 18 to 24 on more than 30 college campuses, including those affiliated with nearly 50 fraternities and sororities for which Campus Threadz has mark licenses. The company continues to expand to other educational institutions and also has campus media coordinators who provide feedback to sponsoring brands based on user surveys.

Must ReadView All

Textiles | On 27th Mar 2017

Himatsingka to disinvest 100% stake in Italian subsidiary

The board of directors at Indian home textiles manufacturer and...

Courtesy: Flipkart

Apparel/Garments | On 27th Mar 2017

Flipkart bags $1bn funding at lower valuation

In a new round of funding, Flipkart, one of India's biggest ecommerce ...

Textiles | On 27th Mar 2017

CCI shows US cotton textiles at Intertextile Shanghai expo

The Cotton Council International (CCI), the global marketing arm of...

Interviews View All

Claudia Kersten
Global Organic Textile Standard

‘GOTS is a very efficient supply chain management tool, especially for...

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Rashi Menda
Zapyle

Every fifth sale we make on Zapyle is a repeat purchase

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search